Global creative agency, Amplify, has launched Futures, a dedicated innovation practice aimed at helping brands navigate and embrace creative technology, entertainment, and IP. The new venture is part of the agency's mission to help brands build worlds and break formats with a dedicated offering that harnesses the power of emerging technologies to create memorable brand stories and experiences.

Futures is already influencing and shifting the direction in Amplify’s brand work for clients including Activision, Converse, EPIC Games, Google, Nike, PlayStation, and Samsung. The initiative is led by Innovation Creative Director, Ed Hallam, and Head of Special Projects, Izzy Kertland, who are pooling passions, expertise, and experience across Amplify’s global offices in London, Sydney, LA, New York, and Paris.

"Amplify continues to be known for innovation, pioneering non-traditional forms of marketing and technology. Each project moves the dial forward, infusing technology demonstrating the art of possible. Whether that is for Nike harnessing the power of music and energy from a party to transform a 15-metre sneaker installation into a generative art piece through to helping Converse create a platform for emerging creative technologists to make their craft centre stage", said Hallam.

Futures runs an experiment series – a program designed to build and test new ideas at speed, creating prototypes to drive the future of experience and campaign storytelling. Over the last 18 months, Amplify has collaborated with Creative Technologists from a variety of disciplines. FUTURES believes in the power of community and will be inviting brands and audiences to be a part of this work, making it possible to download a code and access research through a series of prototype drops.

"Whilst innovation has always been a central part of Amplify’s global creative culture, the insights and collaborator relationships forged with FUTURES have opened doors to new possibilities for the work we create with our brand partners. In Australia these include Samsung: Chorus of Light, which integrated AI sentiment analysis to deliver an interactive installation at VIVID that responded to the meaning of spoken messages and Sonos Frisson Trigger, which saw us bring neuroscience research to spatial audio hardware to engineer a ground-breaking track that gives every listener goosebumps", said Executive Creative Director, Amplify Australia, Tim Baggott.

Amplify, specialising in experience and culture, works with some of the world’s most forward-thinking and progressive brands including; Activision, Airbnb, Google, Netflix, Nike, Pinterest, PlayStation, Porsche, and Spotify. With hubs in Paris, LA, and Sydney, Amplify is headquartered in London.